%0 Journal Article
%A Jaikumar, Saravana
%T How Do Consumers Choose Sellers In E-Marketplaces?
%B The Role of Display Price And Sellers' Review Volume
%D 2019
%R 10.2501/JAR-2018-028
%J Journal of Advertising Research
%P 232-241
%V 59
%N 2
%X In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers' review volume, related to assimilation-contrast. Results of two studies, including an eye-tracking study, show that participants more likely would purchase at the display price from sellers with high review volume. Participants favored buying from high-display-price sellers with high review volume, versus low-display-price sellers with low review volume. This suggests that the display price should be from a seller with relatively higher review volume and emphasizes the importance of review volumes to sellers.
%U http://www.journalofadvertisingresearch.com/content/jadvertres/59/2/232.full.pdf